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Member dialogues
 Past event

What customers really want and how to find out.

The ability of ISO and its members to anticipate, meet and even exceed users’ needs has been identified as a key determinant of the organization’s future success in the draft ISO Strategy 2030. Megatrends such as the acceleration of technological progress, climate change and increasing urbanization are changing the way people live and work, and this will in turn affect the standards that they need and how they want to use them. 

This session will invite members to share their experiences of how they:

  • Reach out to stakeholders to gather feedback and better understand their needs
  • Use the information they gather to develop new processes, products or services
  • Test these new processes, products or services to ensure they meet user needs
  • Anticipate future needs


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Member Speakers Topic


Javier Garcia Diaz, Director General Moderator


Maurice Musuga, Senior Information Officer

To improve its products, services and brand reputation, UNBS conducted a nationwide survey of different stakeholder groups. The survey outcomes helped UNBS develop new products based on customer needs, and choose the right channels to promote their work.


Nelson Al Assal Filho, Director of Standardization

ABNT and ICONTEC have developed an open system where stakeholders can provide their feedback at the very beginning of the standards development process. This new methodology for collecting feedback is expected to shine light on topics relevant to standards users and influence the content at the conceptual stages.


Daniel Trillos, Deputy Standards Director


Sebastian Kriegsmann, Head of Strategic Development

DIN and NEN are part of a larger group of European ISO members who (together with European IEC members) are trying to determine what the ‘standards of the future’ (“Smart Standard”) look like. Customer input has indicated a need to move toward standards that are machine readable, applicable and transferable. The group is working with stakeholders at national level to get feedback on the next steps and move forward in an aligned and coordinated way.


Jappe van der Zwan, Head of Innovation Lab



Nelson Al Assal Filho
Nelson Al Assal Filho
SMART Champion for America and the Caribbean
Director of Standardization, Associação Brasileira de Normas Técnicas (ABNT, Brazil)
Daniel Trillos
Daniel Trillos
Deputy Standards Director
Instituto Colombiano de Normas Técnicas y Certificación
Sebastian Kriegsmann
Sebastian Kriegsmann
Head of Strategic Development
DIN Deutsches Institut für Normung e.V.
Jappe van der Zwan
Jappe van der Zwan
Head of Innovation Lab
Royal Netherlands Standardization Institute
Maurice Musuga
Maurice Musuga
Senior Information Officer
Uganda National Bureau of Standards


  • Success stories from the standards community.
  • Delivering fast and effective solutions during the pandemic.